One of the hottest new apps set to debut this week at SXSW, that annual intermingling of tenuous ideas and easy money, was LIVR, a social network exclusively for drunk people. Media and investors alike lined up to laud it. The only problem? As we first reported yesterday, LIVR was an elaborate hoax. Now it's time to…

Yesterday, the developers of an app called LIVR began cold-calling tech writers. The pitch was fun! A social network you can only access when you're drunk, thanks to a breathalyzer accessory. If it seems like the platonic ideal of SXSW catnip, that's because it was engineered to be exactly that. LIVR is a hoax.